Simplicity Rules, Simplicity Sells

“That’s why I’m still on tour,” he says. “It’s more than playing music for people and having a good time. There’s an emptiness out there, and I believe I can do something about easing that pain.” The Anti Madonna Diamond and Madonna address branding in very different ways.

Whereas Madonna focuses on constant evolution and change, Diamond’s brand promise is not to change. Not one to follow the latest trend, instead he defines what Time magazine calls the “Bandmaster of the Mainstream.” Chalk it up to the familiarity of his voice and music and the simplicity of his lyrics and style, he provides an emotional safe haven for many generations of fans, especially in times of uncertainty and unrest.

Simplicity is a key concept in understanding Diamond’s mass appeal; it also is a primary reason some products are propelled to mass acceptance and others are not. Research indicates that the more complicated a new product or marketing message, the less likely consumers are to adopt it. Complexity intimidates customers, often keeping them from trying something new. In addition to fearing that they will not understand it and will therefore feel stupid, they also don’t want to invest the time they perceive it will take to understand and use the product. In a nation in which half of the VCR clocks still flash 12:00, simplicity rules have affected the acceptance of technology options from microwave ovens to quadraphonic sound. The same holds true for branding and marketing messages. Ease or difficulty in understanding the basic benefit of a product and its relative advantage over competing options is the single most important determinant of new product success. Add complexity, research indicates, and the probability of failure increases dramatically. Simplicity sells to mass markets, whether the brand is a musician or a cheese.